@inbook{304ebd52a5e7420e92d3e37d1c177bc8,
title = "Facilitating collective brand engagement and collaborative production through cultural marketing",
keywords = "Behavioral templates, Brand communities, Brand loyalists, Brand meaning, Collective consumption, Collective engagement, Consumer collaboration, Consumer engagement, Consumer-generated content, Cult of the author, Fan-art, Fan-fiction, Fansites, User-generated content",
author = "Gabriela Head and Schau, {Hope Jensen} and Katherine Thompson",
year = "2013",
doi = "10.4324/9780203357262",
language = "English (US)",
isbn = "9780203357262",
pages = "194--211",
booktitle = "Marketing Management",
publisher = "Taylor and Francis",
}